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Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment
Danaher, Peter J.; Danaher, Tracey S.; Smith, Michael S.; … - In: Journal of marketing research 57 (2020) 3, pp. 445-467
Persistent link: https://www.econbiz.de/10012214143
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High-energy ad content : a large-scale investigation of TV commercials
Yang, Joonhyuk; Xie, Yingkang; Krishnamurthi, Lakshman; … - In: Journal of marketing research 59 (2022) 4, pp. 840-859
Persistent link: https://www.econbiz.de/10013389215
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Search engine advertising effectiveness in a multimedia campaign
Zenetti, German; Bijmolt, Tammo H. A.; Leeflang, Peter; … - In: International journal of electronic commerce : IJEC 18 (2013/14) 3, pp. 7-38
Persistent link: https://www.econbiz.de/10010360072
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Comparing the relative effectiveness of advertising channels : a case study of a multimedia blitz campaign
Danaher, Peter J.; Dagger, Tracey S. - In: Journal of marketing research : JMR 50 (2013) 4, pp. 517-534
Persistent link: https://www.econbiz.de/10009786153
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Understanding media synergy
Huang, Guanxiong; Li, Hairong - In: Advertising in new formats and media : current research …, (pp. 97-113). 2016
Persistent link: https://www.econbiz.de/10011473404
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The complexity of multi-media effects
Kolsarici, Ceren; Vakratsas, Demetrios - In: MSI reports : working paper series (2011) 1, pp. 3-41
Persistent link: https://www.econbiz.de/10009383326
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Cross media, print, and internet advertising : impact of medium on recall, brand attitude, and purchase intention
Numberger, Siegfried; Schwaiger, Manfred - 2003
Persistent link: https://www.econbiz.de/10003401353
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Online multimedia advertising : techniques and technologies
Hua, Xian-Sheng (contributor); Mei, Tao (contributor);  … - 2011
"This book unites recent research efforts in online multimedia advertising and includes introductions to basic concepts … and fundamental technologies for online advertising, basic multimedia technologies for online multimedia advertising, and … modern multimedia advertising schemes, theories and technologies"--Provided by publisher. …
Persistent link: https://www.econbiz.de/10011727039
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Delusion in attribution : caveats in using attribution for multimedia budget allocation
Danaher, Peter J.; Heerde, Harald J. van - In: Journal of marketing research : JMR 55 (2018) 5, pp. 667-685
Persistent link: https://www.econbiz.de/10011957967
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Effect of Complex Multimedia Advertising Campaigns : A New Automated Method for Big Data
Wang, Pengyuan - 2017
The proliferation of online advertising not only brings new opportunities for advertisers to reach the consumers but … often question whether multimedia campaigns are actually effective and it remains unclear how to maximize their success … performs end-to-end causal estimation and segmentation analysis for multimedia marketing based on big data …
Persistent link: https://www.econbiz.de/10012967510